Jordan and Youssouf Fofana Take a Creative Expedition to Kenya

In celebration of the Jordan Brand’s new Fall/Winter 2025 collection, Coldest in The Game, the brand partnered with creative curator Youssouf Fofana on a project called The Scout’s Trip – a unique expedition to Kenya that brought together creative talents from Europe, the Middle East, North Africa, North America, and Kenya to share experiences, conversations, creativity, and sport.

Among the curated collective was Kenya-based skate group Girl Skate Nairobi – a group of young women using skateboarding to build community and challenge gender norms within Kenya’s urban culture – and Nairobi streetwear collective Studio18. From France, creative chef Zoumana Meite and fashion designer Maï Jarach joined, both part of Youssouf Fofana’s Union de la Jeunesse Internationale sponsorship program. Additionally, from the UK, writer and journalist Dalia Al-Duajaili joined as well as artist Miriam Fahim from Italy, along with several other emerging creatives.

The Scout’s Trip was rooted in what Jordan Brand does best: storytelling. The trip explored the new stories that emerge when Jordan is experienced through shared experiences and collaborative creativity.

Together, the group explored Kenya’s unique landscapes – from Nairobi’s cultural hubs to Mount Kenya. These new environments offered fresh contexts for connection and energized the creative process, as did the communities and organic stories they encountered along the way. The trip was centered around following the natural flow of creation, allowing group connections and the environment to guide the process.

The product collection that ignited this journey the – Coldest in The Game – comprises two new apparel packs and a new AJ1 footwear design.

The first, Mountainside Collection, includes a high-visibility hoodie and technical cargo pants built for warmth, as well as a standout Mountainside Jacket featuring GORE-TEX technology and water-resistant finishes. The jacket’s print is inspired by the crowd from the infamous 1985 dunk contest, rendered in a pixelated pattern.

The RealTree Collection taps into the camo trend, offering streetwear-meets-outerwear pieces like a down-filled parka, cropped hoodie, and a reimagined Chicago jacket.

Rounding out the collection is the new AJ1 Element Low – a unique blend of outdoor function and basketball style in both performance and aesthetics. Features include an All Conditions A/T “Off Road” cup sole, sculpted foam, a heel Air Bag, TPU heel counter, and GORE-TEX waterproofing.

Together, the Mountainside range ignites everyday street style with extra energy while providing practical utility to tackle the colder months.

Speaking about both the collection and the experience, Youssouf Fofana says, “I think we started with product, but we always knew that wasn’t the end goal of the project we were building. What we really wanted was to create something bigger – to build a community, to bring people together. To gather young people from different backgrounds, from different cities, most of them with dual cultures, who are trying to tell new stories, create new things, and innovate in culture. It mattered to me to unite them all and build something strong together.”

Check out the visuals of the trip above shot by Bolade Banjo.

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